Heritage
A house, in its own words
Liu Jo traces its origins to 1995 when brothers Marco and Vannis Marchi established the brand in Carpi, a town approximately 20 kilometers from Modena in northern Italy. Carpi had long been recognized as a center for textile and garment production, providing the Marchi brothers with access to manufacturing expertise and supply chains that would shape their early operations. The brand initially focused on women's fashion, building its reputation through the multi-brand retail channel before expanding into standalone retail locations. By the mid-2000s, Liu Jo had grown sufficiently to attract licensing partners for fragrance development. The company operates under Desire Fragrances for perfume production, with The Perfume Holding handling creation, development, and distribution of the fragrance lines. As of 2022, the company maintains 160 directly operated stores and has established presence across European and international markets. The Marchi brothers continue to lead the company, overseeing both fashion and licensing partnerships including fragrance extensions.
Liu Jo approaches fragrance as an extension of its fashion identity rather than a separate creative endeavor. The brand designs scents intended to reflect contemporary Italian style with broad accessibility, avoiding the exclusive positioning of niche perfumery in favor of formulas that reach wider audiences. Fragrance releases often tie to fashion seasons or marketing campaigns, with the Lovers line (launched in 2022) explicitly targeting younger consumers through campaign imagery depicting connected, modern relationships. The brand's fragrance philosophy emphasizes immediate appeal and wearability over conceptual complexity, producing scents that function as fashion accessories rather than artistic statements. This approach aligns with Liu Jo's broader positioning as a design house that prioritizes commercial viability alongside aesthetic consideration.